With influencer marketing heavily intertwined with social media, it is not surprising that sponsored posts on Instagram, YouTube, and Facebook are some of the most sought-after influencer services. This raises the question, “Which social media channel will give me the best results for my influencer campaigns?”
There is no one-size-fits-all answer to this, since no two influencer marketing channels are the same and each channel can be leveraged differently based on your audience and content.
Depending on your campaign objectives, you may choose the right channel or combination of channels that will help you achieve your goals in the most effective and cost-efficient way possible. To do this, brands must take user behavior and experience into consideration, and build out a strategy that matches the capabilities of each channel.
Let’s take a look at three of the most used influencer marketing channels today:
As of September 2017, Instagram has reached some 800 million active users, and is predicted to reach a billion by 2019. A Mediakix study even estimates that advertisers will spend a whopping $1.60 billion on Instagram influencers this year.
The introduction of its latest features (Stories, Live, Highlights, and now IG TV) presented new opportunities for brands to connect with their target markets through more authentic and real-time content. Marketers are now seeing the value of documenting their journey through IG Stories, as doing so makes their brand more approachable and experiential.
In an influencer campaign we worked on for Levi’s, influencers were given the freedom to play around with their content. They did this by trying on the brand’s newly-launched customizable Trucker Jacket themselves and documenting their unique experience via IG Stories. By visiting the Levi’s Stores and actually customizing their own jackets, influencers for this campaign were able to drive genuine and actionable interest for the product.
Instagram is also a great channel for holding influencer-led contests or promos, as evident in a campaign we did for Traveloka. In a successful attempt to appeal to the travel bug in everyone, influencers for this campaign were able to exceed engagement targets by sharing visually-stunning content on Instagram, thereby encouraging audiences to keep posted for a chance to win free travel vouchers.
As a platform, YouTube makes it possible for influencers (and content creators in general) to be as authentic as they want to be, and to do so through long-form videos. YouTube thrives on long-form content, making it ideal for product demonstrations, tutorials, and reviews perform really well on the platform. As such, it has been proven effective in targeting consumers in the product consideration phase. Data from Google supports this, as heavy users of the platform don’t really seem to have short attention spans when it comes to topics they’re really interested in!
To take advantage of this, brands can opt to make informational content in the form of professional product reviews, unboxing, how-to videos, and the like.
For Meitu’s photo-editing app Beauty Plus, we worked with Philippine YouTube channel That’s Bella to produce how-to videos to generate awareness among the local make-up and beauty community. The tutorial came with a BeautyPlus giveaway promo, generating over 130,000 video views, with social engagement of over 7,000.
Because of its massive reach and user base, Facebook is such a reliable platform when it comes to building awareness across a wide range of demographics. Facebook’s convenient sharing capability also makes it a conducive platform for conversations, forums, discussion, and community—which is why really good content is more likely to go viral on Facebook than on any other influencer marketing channel.
This was the case with an influencer campaign we did for McDonald’s, wherein we tapped known comic creators on Facebook and asked each of them to create one (1) sponsored comic to promote the newly-launched McFreeze. The results were nothing short of astounding, with the campaign exceeding its target post reach by 10 times.
But while the platform is a crucial driver of this campaign’s success, marketers must also recognize the importance of a well-written influencer brief, as well as finding content creators that are a great fit for your brand. And it definitely doesn’t hurt when your influencers produce really amazing content!
Besides choosing the right channels for your influencer marketing campaigns, of course it’s also crucial that you choose the right influencers to work with and remember that they are partners in co-creation, and not just billboards. Visit the GetCraft Marketplace now to discover and hire thousands of content creators, including influencers, from our curated network.